The Influence of Implementing Digital Marketing and Experiential Marketing on Brand Loyalty: The Mediating Role of Brand Trust

Azarine Alodia Dhiya Ulhaqq (Universitas Muhammadiyah Purwokerto)
Totok Haryanto (Universitas Muhammadiyah Purwokerto)
Herni Justiana Astuti (Universitas Muhammadiyah Purwokerto)
Ika Yustina Rahmawati (Universitas Muhammadiyah Purwokerto)

Indonesian Journal of Business Analytics (IJBA)
Vol. 6 No. 5 (2026): October 2026

This study aims to examine the influence of Digital Marketing and Experiential Marketing on Brand Loyalty with Brand Trust as a mediating variable in customers of Kedai Semoga Bahagia Purwokerto. This study uses a quantitative method with a purposive sampling technique involving 130 respondents. Data analysis was carried out using SEM-PLS 4. The results of the study show that Digital Marketing and Experiential Marketing have a positive and significant influence on Brand Trust and Brand Loyalty.  In addition, Brand Trust has been proven to have a positive effect on Brand Loyalty and plays a role in mediating the relationship between Digital Marketing and Experiential Marketing with Brand Loyalty.